Category Archives: Highlight

Billie Eilish launches her own doll line with Playmates Toys and Bravado

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The American singer-songwriter, Billie Eilish, has released a new line of collectable toys and figures inspired by the looks she adopts in her music videos for Bad Guy and All Good Girls Go To Hell. The new range has been developed by Playmates Toys in a licensing partnership forged by Bravado.

The toy line will launch this October and will be available via Eilish’s official website as well as on Target.com.

Drawing on the artist’s specific looks, the All Good Girls Go To Hell collectable figures comes in at six inches in height and features removable and poseable wings. The figure, taking the jet black look that Eilish adopts in the video, has 18 points of articulation. It arrives in a collectable box that flips open to reveal a diorama and stand.

Meanwhile, Eilish’s Bad Guy doll stands 10.5 inches tall and features a life-like sculpt of Eilish in her iconic yellow sweatsuit. There are 14 points of articulation, including the singer’s blue hair. Like the other figurine, this one comes in a box that transforms into a backdrop inspired by the Bad Guy music video.

According to a press release issued, Eilish launched the first 200 dolls this week exclusively on NTWRK, with fans and collectors able to score limited edition numbered dolls. The dolls are also now available to pre-order at Target ahead of the range’s October 15th release.
Eilish has teased that more additions to the collectables will be following shortly.
billie eilish doll

Sanrio partners with London kids clothing brand Cribstar for Mr Men Little Miss launch

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Sanrio has partnered with the independent London-based children’s clothing brand, Cribstar to launch an exclusive, new capsule collection inspired by the globally popular Mr Men Little Miss brand.

Combining the iconic cast of characters from Mr Men Little Miss with Cribstar’s motto of ‘making little ones stand out from the crowd,’ the new unisex collection features a series of bold retro prints and patterns.

 Two sets of designs have already launched with the brand, including a Mr Happy ‘happy days’ set and a multi-character ‘don’t kill my vibe’ design, both of which landed on September 18th. Each designs boasts a collection of matching jumpers, leggings, and stand out t-shirts.

 Silvia Figini, chief operating officer, Sanrio, said: “We’re so excited to partner with Cribstar on this collection. We love their design aesthetic and the fun, playful unisex designs fit perfectly with Mr. Men Little Miss.”

Jadwiga Batatawala from Cribstar, added: “It was a dream come true to design a collection with the iconic Mr Men Little Miss characters. Together I think we have created a collection which really captures the fun spirit of Mr Men Little Miss but with a Cribstar twist.”

 The full collection is available now from Cribstar’s website – https://www.cribstar.co.uk/

Caroline Mickler teams with Iconic Images to represent iconic fashion photographer Norman Parkinson

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Caroline Mickler Ltd has teamed up with Iconic Images to represent Norman Parkinson, most commonly recognised as one of the most important and celebrated fashion photographers of the 20th century.

With a career spanning the 1950s to ’80s, including a long collaboration with Vogue Magazine, Parkinson’s images are known for capturing the style of the 20th century; from pre-war 1930s Britain and the austerity fashions of World War Two, the Parisian New Look of the 1950s and Swinging London in the 1960s, to the glamour and glitz of the 1970s and ’80s. 

In the 1970s, his images helped elevate new models Jerry Hall and Iman to superstar status.

Alexis Venn, head of licensing for Iconic Images, said: “Norman Parkinson’s images for many years have been celebrated in books and magazines, his fine art prints adorned the walls of galleries and homes globally, we are delighted to collaborate with Caroline Mickler Ltd and through merchandise bring this wonderful archive to a brand new audience.”

Mickler added: “Photography as an art form has the ability to capture a unique moment in time and Norman Parkinson’s body of work is still highly relevant. We believe that a Norman Parkinson collection of licensed stationery, ceramics, apparel and gift products will allow consumers to enjoy beautiful fashion photography for many years to come.”

World’s most valuable toy brands could lose up to $3bn in brand value to Covid-19, says Brand Finance report

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The world’s top 25 most valuable toy brands – a list that includes the likes of LEGO, Barbie, and Bandai – could lose up to $3 billion worth of brand value as a result of the Covid-19 pandemic, according to the latest report to emerge from the independent brand valuation consultancy, Brand Finance.

Analysis by the firm shows that the toys sector is a heavily impacted industry globally and could face as much as a 20 per cent loss in brand value. Looking beyond the toys sector, the value of the 500 most valuable brands in the world, ranked in the Brand Finance Global 500 2020 league table, could fall by an estimated $1 trillion as a result of the Coronavirus outbreak.

Brand Finance has assessed the impact of Covid-19 based on the effect of the outbreak on enterprise value, compared to what it was on 1st January 2020. The likely impact on brand value was estimated for each sector. The industries have been classified into three categories – limited impact (minimal brand value loss or potential brand value growth), moderate impact (up to 10 per cent brand value loss), and heavy impact (up to 20 per cent brand value loss.

While according to the analysts, the toys industry is predicted to suffer a heavy impact to its brand value, it has highlighted a few clear leaders in the sector. One such is LEGO, whose strong marketing strategy and customer loyalty may allow Covid-19 to be an opportunity for the brand to reach new customers who are looking for ways to stay busy at home, states the firm.

“However, marketing and brand awareness campaigns will only take the brand so far, as it is most likely to be faced by manufacturing and distribution issues heavily impacting both the toys and retail sectors,” said Richard Haigh, managing director, Brand Finance.

In fact, the report suggests that LEGO remains the world’s most valuable toy brand by a long way, despite its brand value dropping marginally by 3 per cent to $6.6 billion.

Meanwhile, Nerf has been billed as the fastest growing toy brand this year, following an impressive 43 per cent brand value growth to $587 million. Nerf has made strong progress with its new product lines including Nerf Fortnite and Nerf Ultra. New product launches, paired with greater innovation across the brand, are supporting Nerf in rising to the challenge of increased competition in the sector.

In addition to measuring overall brand value, Brand Finance also evaluates the relative strength of brands, based on factors such as marketing investment, customer familiarity, staff satisfaction, and corporate reputation. According to these criteria, My Little Pony is the world’s strongest toy brand with a Brand Strength Index (BSI) score of 89.8 out of 100 and a corresponding elite AAA+ brand strength rating.

My Little Pony has celebrated an impressive 20 per cent brand value increase to $302 million. The brand’s cartoon series hit the headlines last year as it featured the show’s first same-sex couple, with the episode airing on US television in time for Pride Week.

Following delays in the production of the 2021 My Little Pony feature film, due to Coronavirus, animation work has restarted on the movie, which is being created under Hasbro’s global entertainment studio, eOne. The 2017 My Little Pony: The Movie grossed over US$61 billion in the box office globally.

The Top 10 Most Valuable Toy Brands, according to Brand Finance:

LEGO unleashes the LEGO DC Batman 1989 Batwing, inspired by the Tim Burton classic movie

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The LEGO Group celebrated Batman Day this month in true style, by partnering with Warner Bros. Consumer Products and DC to release the LEGO DC Batman 1989 Batwing, a LEGO brick reconstruction of the vehicle seen in Tim Burton’s iconic 1989 Batman film.

One for the keen-eyed Batman fans to appreciate, the design uses the smooth lines and features from the original model to bring the gothic elegance to the build. Fans of LEGO and DC alike can explore a full interior, removable canopy and poseable aerodynamic wings. The kit is also dotted with Easter eggs to surprise builders, such as a screen featuring The Joker’s gas balloons and a Bat Engine label.

The LEGO DC Batman 1989 Batwing comes in at an impressive 2,363 pieces and measures over 11cm high. The construction set also features a special brick which allows builders to mount and display their model on the wall. The kit joins the previously released LEGO DC Batman 1989 Batmobile as a dramatic addition to any collector’s line up.

LEGO Creative lead Jesper C. Nielsen, said: “The emblematic set truly takes fans on a journey, as they immerse themselves into Gotham city and get hands-on with the set, using Batman, The Joker and Boombox goon minifigures to relive their favourite moments from the film.

“Fans can even create the infamous scene when The Joker barges in on the Dark Knight and utters his classic words “have you ever danced with the devil in the pale moonlight?.”

The LEGO 1989 Batwing construction set is the latest example of how the LEGO Group aims to inspire builders of all ages to build, rebuild and get excited by the process of creation. A complex and rewarding build, the LEGO 1989 Batwing construction set allows builders to relax as they escape from the real world and enter the Batman universe.

Designed for those aged 18 and upwards, the new set will also feature the new stylish packaging designed to reflect the sophisticated nature of the creative process.

All new products in the LEGO Group’s ranges that appeal to adults will now feature the sleek, minimalistic new design across related packaging, building instructions, exclusive content and in-store and online store design.

LEGO 1989 Batwing will be available for LEGO VIP members from 21st October and for remaining LEGO fans from 1st November, directly via LEGO.com and LEGO Stores.

 

Posh Paws named EMEA plush partner for Sesame Street

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The plush specialist, Posh Paws and its parent company Whitehouse Leisure, has been named the new plush partner for the iconic and globally popular Sesame Street brand in a deal that will cover the EMEA region. Under the partnership, Whitehouse Leisure will also be developing plush ranges for amusement channels.

In a deal brokered by Sesame Workshop’s UK and Eire licensing agent, Bulldog Licensing, Posh Paws will build on the brand’s character appeal with a line featuring interactive Elmo and Cookie plush, alongside a wade range of basic plush characters.

The firm will support the product launch with a heavyweight marketing and PR strategy featuring TV, print and digital campaigns including a focus on opportunities to work with influencers in the pre-school area.

Over 50 years since its launch, Sesame Street remains a favourite brand in the UK. The property has four series airing on leading commercial preschool broadcaster, Tiny Pop. Cookie Monster’s Foodie Truck launched in 2018, and the channel has since complemented the show with Elmo’s World, which debuted in January 2020, before Cookie’s Crumby Pictures and Super Grover 2.0 joined the portfolio this autumn.

Posh Paws joins a licensing programme for Sesame Street which is reportedly ‘showing huge growth across multiple categories.’ The successful, long-established adult apparel lines were recently joined by accessories and homewares ranges. Meanwhile, the children’s programme is experiencing robust revenue growth across apparel, accessories, toys and home, with multiple new product launches planned over the coming year.

“As retailers everywhere look to build on their portfolio of great classic properties, Sesame Street offers something for everyone; from the fans who have followed Cookie Monster and friends from the outset over 50 years ago, to the new generation discovering the delights of Sesame Street and their favourite furry red monster Elmo for the first time,” said Rob Corney, MD, Bulldog Licensing. 

Lauren Shipman, brand and marketing director at Posh Paws International, added: “We’re delighted to be partnering with one of the world’s best-loved brands in Sesame Street. The characters have entertained and educated generations of children and continue to be a staple for kids and adults everywhere.

“We look forward to continuing the strong growth the brand is seeing across retail with new and innovative product ranges to appeal to fans everywhere.”

Hasbro’s VP consumer products Marianne James on becoming a pre-school powerhouse

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When Hasbro first made clear its plans to take over the Entertainment One entity at the end of 2019, the writing was pretty much on the wall that 2020 was going to be an atypical year for the world of children’s entertainment, licensing, and toys.

No one quite knew exactly how different things would turn out, and yet the licensing and toy industries have persisted and here we stand, on the edge of the first virtual Festival of Licensing in place of our usual Brand Licensing Europe, where Hasbro is about to unveil a whole new slate of content for Peppa Pig, new toy lines for PJ Masks, and its latest plans for Ricky Zoom.

Alongside all of which, we hasten to add, the global powerhouse of children’s entertainment and now one of the world’s biggest players in the pre-school space, will also be rolling out the latest franchising, licensing, and merchandising plans for that staple portfolio of brands such as NERF, Power Rangers, Transformers, Monopoly, My Little Pony… the list goes on.

It should come as little shock that Hasbro is now not only looking to put its stake in the ground in the global pre-school market with Peppa Pig and PJ Masks leading the charge, but developing way beyond the current flagship IP to turn the pre-school space into its own veritable playground.

Here, Licensing.biz catches up with Marianne James, VP of consumer products at Hasbro to discuss the integration of the Entertainment One property over the course of the year, how 2020 has forced the global entertainment house to evolve to the next level, and just what else Hasbro has cooking now that it spans the entertainment spectrum.

Well, Marianne, it’s been one eventful year, and one that all kicked off with the acquisition of eOne. How has Hasbro’s licensing division adapted to and moved with the changes of the past year?

The biggest major change we made from an organizational perspective is that we’re now one fully integrated Licensing team following the acquisition of eOne last year. At the beginning of the year, we devised a new organisational structure to support our expanded portfolio across EMEA.

It has been a real benefit, allowing us to leverage the vast talent pool from the eOne team while combining it with the Hasbro team. Together it is a true powerhouse that has strengths in so many different areas and a portfolio that is second to none.

In terms of adapting to the vast changes that have occurred externally in the past year, we were quick to pivot and pause our licensing activations during lockdown and create a suite of digital assets for families to enjoy at home. Going forward we recognise the need to be flexible and offer a diverse category mix that can evolve with the changing needs of the world. Our retail approach will focus more closely on e-commerce and the value channel in reflection of what we’re seeing in the marketplace and we’re ready to embrace those opportunities with our product and promotional offering.

2020 has seen Hasbro take on the position of powerhouse in the pre-school space, and you’ve already given us a taste of what’s to come for Peppa Pig, PJ Masks, and Ricky Zoom. How much has the acquisition informed Hasbro’s approach to the licensing space this year and going forward? Can you talk us through plans here?

The acquisition of eOne dramatically enhances our storytelling capabilities and franchise strategies through TV, film, digital and other mediums. The new content creates greater opportunity to deliver amazing stories for all screens and audiences. Anytime you acquire a stable of IP as notable as eOne’s, your approach to the business must reflect that; such is the case here. With a strong foothold in the preschool space, we are now particularly excited to dive deeper in that area and explore themes and play patterns complementary to our existing brands.

You mentioned Ricky Zoom, PJ Masks and, of course, Peppa Pig, as the standouts and I can only say that we have more pre-school brands in development now and these will be given the opportunity to leverage the success of those brands.

What is the vision for Hasbro now it spans all entertainment markets, from pre-school to adult? That must be a very exciting dominion for you to be looking after, too…

It is quite exciting. Right now, we are working towards a smooth and compelling integration of our combined portfolio into the retail market. With a repertoire of brands that span every age, demographic and category, organization and careful planning become paramount.

We are always striving to find new ways to work with our retail partners to maximize the breadth and depth of our portfolio. Our goal is to bring a high level of expertise, of knowledge, to every demographic and play pattern. In today’s market there is no substitute for expertise, it is crucial that we stay on top of all areas in order to be the best partner for retail that we can be.

We know that our brand portfolio is our strength. It will set us up for success in 2021 as we work to activate in every imaginable retail channel from the traditional and beyond. Our goal is to lead the market in a 360 approach from CP, digital, experiential, content and brand marketing.

Away from the eOne brands, Hasbro has a portfolio of massive IP like Transformers, Power Rangers, My Little Pony, Hasbro Gaming, NERF… can you talk through some of the biggest developments for these brands? How will Hasbro continue to push the envelope of innovation in the licensing space through the development of this IP roster?

There is a great deal going on! We always like to mark milestone anniversaries, and next year we have the 35th anniversary of Transformers. We also have the 85th anniversary of Monopoly commencing later this year. Both events give cause for timely celebration and will be leveraged with exciting collaborations, consumer promotions and retail activations.

Owing to our growing understanding of the changes in consumer behaviour, Nerf is also a property that we believe will enjoy a rapid expansion across multiple categories next year. Its growth will continue to cement our position as a leader in the active lifestyle and sports category. The Nerf franchise will benefit from significant above the line investment in 2021 with soon to be revealed experiential marketing initiatives set to bring the brand to life like never before.

The way we approach our CP program is guided by what we call the ‘Brand Blueprint’. This refers to our strategic framework for bringing our brands to life in exciting new ways to create immersive, 360-degree experiences for our audiences. Right now, we’re focused on deeper consumer engagement, innovative brand and product experiences and increasingly expansive opportunities for our portfolio.

It’s really all about leveraging these great story driven properties like Power Rangers, My Little Pony and Transformers by giving fans new and exciting experiences both at retail and online.

What are some of the key emerging trends within the licensing/consumer product space, and how is Hasbro aligning itself with them and maintaining its position of strength in the field?

Following lockdown, the importance of digital content and e-commerce platforms really came to the fore and that’s a key strategic focus for us. In a very short space of time, access to entertainment and retail via digital platforms really accelerated at an unprecedented rate and given the uncertainty surrounding the next year that’s something we need to be mindful of in every aspect of the business.

We are always monitoring and evaluating all the information we can gather regarding widespread changes in consumer behaviour. There is real value in being able to not only react but anticipate consumer behaviour.

There are fundamental changes that occur that will have reverberations for the industry, so we strive to keep on top of it. Currently, growth is evident in Food, Health &Wellness, Personal Care, Puzzles &; Games, Home Goods, and Classic Play. As always, we will work to service the growing demand and find good fits within our brand portfolio.

 

Metrostar to launch Kraft Heinz into the licensing arena at Festival of Licensing

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Metrostar will be joining the line-up of virtual exhibitors at this year’s Festival of Licensing, where it will take to the screens to showcase its newest client, Kraft Heinz and make use of the platform for a hard launch of its brands into the world of licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK. As such, together they have identified their key priorities for the show.

Metrostar now reports that early conversations are going well, citing ‘high levels of interest’ amongst both retailer and licensees, and that the Festival of Licensing will ‘provide the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.’

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD, Claire Potter, said: “Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

Kraft Heinz marketing director, Northern Europe, Olivia Hibbert, added: “With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.”

Mythological Japanese IP Samurai Animals prepares for 10th anniversary with licensing showcase

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The global licensing award-nominated character franchise, and popular Japanese IP, Samurai Animals is preparing to celebrate its tenth anniversary next year, with an 11-month run-up of launches, including a new online platform, promotional video, and a series of trade show exhibit initiatives.

Samurai Animal is a mythical Japanese saga that pits armies of animal samurai against each other in a fight for justice. The IP was created and launched by the pop-culture specialist Kensin, a major name in the region, known for its design and manufacture of character figures, statues and artwork reproductions that includes a number of manga classics.

In the run up to the property’s tenth anniversary, Kensin has launched a dedicated website www.samuraianimals.jp that showcases the Samurai Animals concept, individual character introductions, e-books and licensing information.

The firm has also created a promotional video that captures the essence of Samurai Animals. A curated selection of traditional Japanese sumi-e drawings featuring Samurai Animals characters have been combined into a rich visual tapestry. The curated soundtrack is the world-famous cantata, “Carmina Burana” featuring the first and last section of the piece, “Fortuna Imperatrix Mundi” and starting with the iconic “O Fortuna”.

The two-and-a-half-minute promotional video, along with a shorter version, is now available on the artofwarkensin YouTube channel.

Finally, Kensin will mark ten years of Samurai Animals by exhibiting at the 10th LICENSING JAPAN – Character & Brand Licensing Trade Show taking place from 21st to 23rd October at Tokyo Big Sight.

The Samurai Animals website and promotional video will form key features of the booth. A range of Samurai Animals merchandise will be showcased.

Product to date includes digital books, jewellery, apparel, laser figure crystal stands, mobile phone accessories, wall panels and craft beer. Samurai Animals is a past finalist at the prestigious LIMA (Licensing International) International Licensing Awards in the Character or Toy Brand Program category.

Yutaro Sakakibara, founder and president of Kensin, said: “As Samurai Animals approaches its tenth anniversary, I am excited for the opportunities that lie ahead for the brand. We want to continue building the brand awareness all around the world and I am confident the new website and promotional video will help audiences to understand the world view and vitality of Samurai Animals and its possibilities. I am also optimistic that this new visualization will help realize my long-term goal of a Samurai Animals movie.”

Samurai Animals online: https://samuraianimals.jp 　

Jakks Pacific lands sweet global toy deal with Haribo

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The US toymaker, Jakks Pacific, has entered into a multi-year global toy licensing deal with the Haribo Group to create a new toy line based on its popular, continent-spanning gummy confectionery products. Jakks has secured the North American and EMEA rights to manufacture, market, and distribute the range of collectables and activity sets.

The first wave of products to be developed under the partnership is scheduled to land at retailers from August next year and will mark the first partnership of its kind for the Haribo sweet brand.

Haribo was founded by Hans Riegel in the early 1920s when he established a small confectionery factory and produced the world’s first gummy bears. These would go on to become the iconic Haribo Goldbears, now popular around the world.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectables that will appeal to collectors and Haribo fans of all ages,” said Jill Nordquist, SVP marketing, Jakks Pacific.

“The line features consumers’ favourite product pieces from the signature Goldbears to Twinsnakes, Happy-Cola and more. Just as the tagline says, Kids and grown-ups love it so, the happy world of Haribo.”

Haribo is recognised as the world market leader in the segment of gummy candies, distributing the brand name to over 100 countries. The confectioner is celebrating its 100th anniversary this year, celebrating its cross-generational appeal that boasts an impressive 97 per cent awareness in its key markets.

“This is our first-ever launch of Haribo licensing in the US and we’re proud to delight our consumers with collectables that inspire the childlike happiness that our brand is all about,” said Rick LaBerge, EVP and COO, Haribo of America. “We’re looking forward to our strategic partnership with JAKKS Pacific and continued collaboration in the future.”

Additional product extensions are already planned for 2022.